Table of Contents:

• Why Do People Expect Business Leaders to Take Action on Global Issues?
• Are CEOs Justified in Addressing Social and Political Matters Beyond Business?
• What Challenges Do Businesses Face When Stepping Into Governmental Roles?
• How Can Brands Navigate the Fine Line Between Activism and Profit-Driven Motives?
• Will Businesses Become the New Moral Compass for Society?

The Growing Expectation for CEOs to Address Societal Issues

The role of business leaders has evolved far beyond profit-making. Today, CEOs are being called upon to address some of the world’s most pressing issues—climate change, inequality, misinformation, and even political instability. The 2025 Edelman Trust Barometer reveals a striking reality: business is now the most trusted institution globally, surpassing governments, NGOs, and media​.

But why is this happening? And can businesses truly fill the governance gap left by failing institutions?

Why Do People Expect Business Leaders to Take Action on Global Issues?

Public trust in governments has declined in 17 of 28 countries, according to the Edelman report​. This lack of confidence in traditional institutions has shifted societal expectations towards businesses. Here’s why:

1. Governments Are Seen as Ineffective

Many governments struggle with bureaucracy, corruption, and partisanship, making it difficult to address urgent global challenges. In contrast, businesses are viewed as both competent and ethical, positioning them as problem-solvers​.

2. Employees and Consumers Demand It

A growing number of employees and customers expect companies to take a stand on social issues. The Edelman report highlights that 85% believe businesses should provide well-paying jobs in local communities, while 84% want companies to train and reskill workers​.

3. Economic Power Brings Responsibility

With globalization, many corporations hold economic power comparable to national economies. When companies influence job markets, public policy, and environmental outcomes, staying silent on societal issues is no longer an option.

Are CEOs Justified in Addressing Social and Political Matters Beyond Business?

The debate over corporate activism is complex. On one hand, CEOs are not elected officials, raising concerns about their legitimacy in influencing public policies. On the other, businesses affect millions of lives, making it difficult to remain neutral.

When CEOs Should Act:

• When a business is directly responsible for an issue. For example, companies that contribute to environmental damage are expected to lead sustainability efforts.
• When it aligns with business performance. 79% of respondents in the Edelman survey believe CEOs are justified in addressing societal issues if it improves business outcomes​.
• When employee or customer interests are at stake. 73% say CEOs should act if an issue harms their workforce or community​.

When CEOs Should Be Cautious:

• Political neutrality: Speaking out on divisive political issues can alienate customers and investors.
• Token activism: If a company’s stance appears insincere or profit-driven, it can backfire.
• Legal and regulatory risks: Engaging in policy debates can lead to conflicts with governments.

The key is strategic engagement—acting where businesses can make a real impact while balancing corporate interests.

What Challenges Do Businesses Face When Stepping Into Governmental Roles?

1. Legitimacy and Accountability

Governments are held accountable through elections and regulations. Businesses, however, are primarily accountable to shareholders. This lack of democratic oversight raises ethical concerns when companies make policy-like decisions.

2. The Risk of Polarization

Addressing social issues often means taking a stance, which can alienate stakeholders. The Edelman report found that 41% of respondents with moderate grievances and 53% with high grievances believe societal gains come at their expense​. This “zero-sum mindset” can make corporate activism divisive.

3. Balancing Profit with Purpose

While businesses can fill governance gaps, they cannot replace governments. Their primary role remains economic growth, making it challenging to prioritize societal needs over profitability.

4. Ethical Dilemmas

Should a company refuse to do business in a country with human rights violations? Should it regulate free speech on its platforms? Furthermore these dilemmas often place corporations in difficult moral positions without clear answers.

How Can Brands Navigate the Fine Line Between Activism and Profit-Driven Motives?

To maintain trust while engaging in social issues, businesses must be authentic, transparent, and strategic. Here’s how:

1. Align Actions with Core Values

Companies should engage in issues that align with their mission and operations. For example, a tech company should focus on digital privacy, while a food brand can prioritize sustainability.

2. Engage Stakeholders in Decision-Making

Business leaders should listen to employees, customers, and communities before taking a stand. This ensures that corporate activism reflects the needs of those directly impacted.

3. Show Measurable Impact

Empty promises damage credibility. Companies must back commitments with action—whether through policy changes, investments, or measurable outcomes.

4. Avoid Performative Activism

Social impact should be a long-term commitment, not a PR stunt. Businesses must stay consistent in their advocacy, even when trends shift.

Companies that master this balance can drive meaningful change while strengthening their brand.

(Read more: Continue communicating and engaging with employees)

Will Businesses Become the New Moral Compass for Society?

The growing influence of business leaders in social and political matters raises an important question: Should they be our moral guides?

The Edelman Trust Barometer suggests that businesses are now the most trusted institution, but trust comes with responsibility​. If companies fail to act ethically, they risk losing this trust.

What the Future Holds:

• Governments may regain trust by improving transparency and effectiveness.
• Businesses will continue playing a role in social governance, but they must collaborate with governments and civil society.
• Consumers, employees, and investors will shape corporate activism by holding businesses accountable.

Ultimately, business leaders cannot replace governments—but they can lead where governments fall short. The challenge is doing so responsibly, ensuring that corporate power serves society rather than exploits it.

Why the Edelman Trust Barometer Matters for Communications Professionals

In the age of misinformation, declining institutional trust, and rising corporate activism, communications professionals play a pivotal role in shaping public perception. The Edelman Trust Barometer serves therefore as an essential tool for PR experts, corporate communicators, and brand strategists, helping them understand how trust dynamics influence public expectations, crisis management, and brand reputation.

Here’s why every communications professional should pay attention to the Trust Barometer:

1. Understanding the Public’s Trust Landscape

The 2025 Edelman Trust Barometer reveals a stark reality. Because business is now the most trusted institution globally, surpassing governments, NGOs, and media​. This shift means, as a result, that businesses are no longer just economic players; they are expected to take leadership roles in social, political, and environmental issues.

For communications professionals, this means:

• Public trust is fragile and shifting—strategies must be built on real-time insights.
• Messaging must align with evolving societal expectations—consumers want brands to act responsibly.
• Corporate silence on major issues can be perceived negatively—staying neutral is often not an option.

As a result, by analyzing trust trends across business, government, NGOs, and media, PR professionals can anticipate public sentiment and craft proactive communication strategies.

2. Shaping Corporate Narrative and Reputation Management

Trust is a valuable currency in corporate communications. A company’s reputation is not just about what it does but also how it communicates. The Trust Barometer provides data-driven insights into:

• Which industries are gaining or losing trust (useful for competitive positioning).
• How different demographic groups perceive business leadership.
• What factors contribute to public skepticism or confidence.

For instance, the 2025 report highlights a growing sense of grievance, with 61% of people believing that businesses and governments serve only the elite​. This means that PR teams must prioritize transparency, inclusivity, and ethical leadership in their messaging to maintain credibility.

In times of crisis, understanding trust levels by sector can help PR teams assess risks, predict backlash, and tailor crisis response plans accordingly.

(Read more: My experience with the HR managers at PR firms)

3. Informing Thought Leadership and CEO Communication

The report shows that CEOs are now expected to act on societal issues, but their legitimacy in doing so depends on context​. For communications professionals, this means:

• Crafting CEO narratives that balance corporate interests with social impact.
• Positioning business leaders as trusted voices in key conversations.
• Avoiding performative activism by ensuring authenticity in leadership messaging.

A well-positioned CEO can enhance a company’s credibility if they engage in the right issues at the right time with the right messaging.

4. Aligning Corporate Social Responsibility (CSR) with Public Expectations

CSR is no longer just about philanthropy—it is about responsible business practices that align with public values. According to the Edelman Trust Barometer, people increasingly expect businesses to:

• Provide fair wages and invest in employee training (85% believe this is a corporate obligation)​.
• Address climate change and misinformation (majority feel businesses “aren’t doing enough”)​.
• Act ethically, even if it means sacrificing short-term profits.

Although for PR and communications professionals, this means that CSR must be woven into brand storytelling, not treated as an afterthought.

5. Enhancing Media and Stakeholder Engagement Strategies

The media landscape is becoming more polarized, with increasing distrust in traditional news sources​. This challenges corporate communicators to:

• Diversify media engagement strategies, focusing on platforms where trust is still high (e.g., industry experts, employee advocacy).
• Combat misinformation through transparent, fact-based storytelling.
• Engage directly with stakeholders rather than relying solely on media intermediaries.

With trust in government and media declining, direct communication channels—such as brand-owned content, social media, and corporate blogs—become even more critical.

Using the Trust Barometer as a Strategic Tool

Therefore, for communications professionals, the Edelman Trust Barometer is not just a report—it’s a strategic guide. By leveraging its insights, PR experts can:
Build trust-first communication strategies.
Align corporate messaging with public sentiment.
Strengthen CEO positioning as a credible thought leader.
Develop CSR initiatives that resonate with stakeholders.
Navigate crises with data-backed responses.

In an era where trust is the most valuable asset, but those who understand and act on trust dynamics will lead the future of corporate communications.

Want to stay ahead in the trust economy? Make the Edelman Trust Barometer your go-to playbook! 🚀

Want to learn from the best and work with top PR firms in India? SCoRe is where your journey begins. Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.